Microsoft Releases ‘Ad Mediation’ Solution to Help Developers Improve In-App Ad Performance

Windows Phone developers who are interested in maximizing their Windows Phone in-app advertising ROI no longer have to worry about missed connections. Remember how in-app advertising performance was once compromised when ads called advertising networks with unavailable ads? Say goodbye to such frustrations!

Microsoft recently announced an “ad mediation” solution to help Windows Phone developers manage multiple in-app ad Software Development Kits (SDKs). This gives Windows Phone developers a better chance of increasing their ad revenue, tailoring their ad experiences, and optimizing their ad configuration.

By inserting the ad mediation code, developers can easily manage multiple in-app ad SDKs, as well as several other ad networks. The ad mediator lets them call succeeding ad networks if the first ad network is unable to fill the spot. It also lets developers set other aspects of their ads like network prioritization, network exclusion, refresh rate, when to pause or resume ads, and more.
Microsoft claims that this solution can deliver a fill rate of more than 95%, but the results will be based on ad network mix, target markets, and timing.

The company also said that ad mediation can grow ad revenue from 15% to 200% because developers have the opportunity to fill their in-app inventory, and because they can use several ad networks for a variety of target markets.

During the launch, Microsoft named Microsoft Advertising, AdDuplex, Inneractive, and Smaato as their ad partners for its newly-released feature. “Developers can also use additional SDKs from companies like AdMob, InMobi and MobFox,” the software giant added. “Each partner ad network has varying geographic coverage and unique options, giving you flexibility to use the mix of ad networks that perform best for you.”

Moreover, Microsoft is offering developers who make use of ad mediation the chance to earn points that can be redeemed for rewards via a new DVLUP challenge.

Ad mediation is currently available for Windows Phone 8.0, 8.1 Silverlight, and 8.1 XAML. As per Bernardo Zamora, Director of Business Operations at Microsoft, developers can expect solutions for tablet and PC apps in the coming months.

This new development will certainly be a boon for Windows Phone developers, especially with the crazy holiday selling season just a few weeks away.

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